How SiriusXM Media Helps Brands Reach Audiences Others Can’t

While consumers are spending more time than ever listening to digital audio—with their headphones and smart speakers turned on and their volume all the way up—brands are slow to match consumer devotion to this medium. There’s a major imbalance: Audio represents 21.4% of total time spent with media, yet it accounts for only 4.5% of total advertising spend in the US. When you look strictly at digital audio, the gap widens, making up just 1.8% of the overall ad budget.

For savvy brands, this gap represents a massive, untapped opportunity. While your competitors are fighting tooth and nail for expensive and crowded placements on social media feeds and evolving search engine results, the audio landscape offers a clear lane to reach engaged, ad-receptive audiences. Whether you’re looking to target SiriusXM listeners, podcast enthusiasts, or streaming audio fans, they’re all here on SiriusXM Media. Here’s why we continue attracting ears (and brands) alike.

The challenge of reaching modern audiences

We are living in an attention economy, and the currency of focus, views, and clicks is scarce. Attention spans are shortening, and the media landscape is more fragmented than ever. A consumer might scroll through two social media apps, check their email, and watch a YouTube video all within the span of five minutes. For brands, capturing focus among all the noise and visual clutter is an uphill battle.

Here’s the good news: This is where audio advertising shines. Audio captures listeners in daily, screenless moments when consumers are driving, cooking, or working out. The channel doesn't demand users stop what they’re doing; it enhances what they’re doing—creating a level of intimacy and retention that other media can’t match.

What sets SiriusXM Media advertising apart?

As the largest audio advertising ecosystem in North America, we house leading networks and platforms across satellite, streaming audio, and podcasts.

The largest audio advertising ecosystem in North America

Scale matters. Our ecosystem encompasses over five exclusive music platforms, over 400 SiriusXM channels, and over a thousand top-tier podcasts. Whether a listener is tuning into a live sports broadcast, discovering a new music genre on Pandora, or binge-listening to a true-crime podcast, we help make these moments happen. This breadth allows advertisers to cast a wide net or laser focus on specific niches with equal ease.

Incremental reach

An advertising challenge is maximizing unique reach without overspending on duplicative impressions. Luckily, our podcast network has virtually no overlap with our streaming audio platforms like Pandora, SoundCloud, and SiriusXM Digital. This means you can achieve pure incremental reach, make an even bigger impact, and reach even more unique listeners. 

Leading safety and transparency

In an era of brand safety concerns, you need to know exactly where your ads are running and which content they’re aligning to. We take brand safety and suitability seriously, which is why we are proud to be IAB Podcast Measurement certified by the IAB Tech Lab. This certification validates that we’re aligning our internal practices to changing industry standards, earning confidence in the measurement of podcast buys, and consistently innovating to meet advertisers’ needs. Additionally, we’re the only IAB Data Transparency Certified audio publisher—offering 3.8x more accurate data than that of competitors. 

When you partner with us, you know that you’re getting the most accurate reporting based on industry standards.

Privacy-safe solutions

As third-party cookies decline and consumer privacy regulations tighten, reaching the right audience and personalizing their experiences without crossing the line is crucial. With this in mind, we’re the first audio platform to partner with privacy-safe, third-party device graphs. This allows us to append valuable identifiers to ad exposure, which respects user privacy while still delivering the precision advertisers need.

What makes SiriusXM satellite different?

SiriusXM radio remains a powerhouse for premium content and loyal engagement, reaching listeners in-car when they’re engaged. 

Original and exclusive content

Content is king, and SiriusXM wears the crown. With 400+ channels of music, sports, news, talk, and entertainment, we offer programming you can’t find anywhere else. This exclusivity fosters deep loyalty. Listeners aren't tuning in for background noise; they are tuning in for specific personalities and shows they love, from Howard Stern, to Conan O’Brien, to Andy Cohen, to Kevin Hart. 

Impressive in-vehicle reach

The car is the ultimate captive environment, and we reach one in two cars on the road, accompanying commutes, road trips, and everything in between. Additionally, a staggering 90% of SiriusXM listening happens in-vehicle. When consumers are driving and plugged in to SiriusXM, they aren't skipping ads or scrolling past banners. They are actively listening. This provides an unparalleled opportunity to reach consumers when they’re in the right mindset to discover a new brand or learn about a new product. 

Affluent and educated audiences

The SiriusXM subscriber base of 33M is highly desirable for premium brands. Our audience boasts a median household income of $119K, and 71% have graduated college or have advanced degrees. These are household decision-makers with purchasing power who value quality content and are willing to pay for it.

What Makes the SiriusXM Podcast Network Different?

Podcasts have exploded in popularity, but navigating this relatively new landscape takes some know-how. We offer podcast advertising expertise and multiple, distinct advantages with the SiriusXM Podcast Network.

Open podcast ecosystem

While some podcast networks “lock” content behind paywalls or subscriptions, known as walled gardens, we take an open ecosystem approach. Our shows are available wherever listeners choose to get their podcasts (Apple, Spotify, iHeart, you name it). This approach maximizes reach for our creators and, by extension, our advertisers. It’s a win-win; listeners get to maintain their freedom of choice while advertisers can access even more influence and control.

The #1 podcast network

We don’t just participate in the podcast space; we lead it. We are the #1 podcast network for listeners 13 and up, home to a slate of shows that drive cultural conversation and trusted voices that attract millions of fans. And when the 2026 Golden Globes created the first-ever Award for Best Podcast, three of the six total nominees were from our network: SmartLess, the Mel Robbins Podcast, and Call Her Daddy.

The #1 podcast network with women

If your brand or campaign is specifically targeting women, we’re the place to be. We are the top-ranked podcast network with women, hosting a diverse array of female voices and popular genres that resonate deeply with this powerful demographic. Over nine in 10 (92%) female monthly podcast listeners regularly listen to shows hosted or produced by women, and they can satisfy that need here, where we house female-led shows like Rotten Mango, Scam Goddess, and Morbid, and more.

More hit shows than any other podcast network

Our roster is deep and diverse. We have the most shows in Edison Research’s top 25 podcast ranker and more hit shows than any other podcast network (10x more top shows than Spotify and Wondery and 3.3x more top shows than iHeart). Our lead gives advertisers ample opportunities to align their brands with culturally relevant content that listeners are passionate about. 

What makes the SiriusXM Streaming Network different?

Streaming audio offers a combination of precise targeting with the emotional and mood-boosting impact of music. It’s here on the SiriusXM Streaming Network where both come to life. 

The largest addressable audience

When it comes to ad-supported reach, we are unrivaled. The SiriusXM Streaming Network is #1 in ad-supported scale in the US. While some networks may focus heavily on their subscription models, we offer an ad-supported, free listening experience, giving advertisers access to millions of listeners who are ad-receptive and engaged.

Leading platforms

Our streaming network is anchored by recognized and trusted platforms. Pandora remains a staple for personalized listening sessions and music curation. Meanwhile, SoundCloud is the heartbeat of what’s next in music, attracting a younger, diverse, and trendsetting demographic. 

Advanced targeting solutions

Knowing who is listening is good; knowing how they’re feeling and what they’re doing is better. We leverage advanced targeting solutions that go far beyond basic demographics. Our contextual solutions like mood and activity targeting allow brands to match their creative to the listener's real-time context, whether they’re cooking or feeling celebratory. 

Reach new audiences with SiriusXM Media

The discrepancy between consumer time spent with audio and ad spend on audio is a gap waiting to be bridged by forward-thinking brands.

From the affluent, captive audience of SiriusXM radio, to music-obsessed streaming audio listeners, to the cult followers of podcasts, we have the scale, solutions, and networks to help you meet your campaign goals. Let’s talk. 

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